Ways in which marketing affects customer value

1. How does marketing
Customer
Value?
affect

2. The task of any
business is to deliver
customer value
at a profit.

3. So what is value?
(in marketing
of course)

4. Valuein marketing, also
known as customer-perceived
value, is the difference between
a prospective customer's
evaluation of the benefits and
costs of one product when
compared with others.

5. The Value Delivery
Process

6. Assessing
Market
opportunities
and customer
value
è

7. Choosing
the Value
è

8. Choosing
the Value
è
Segmenting, targeting, positioning and branding

9. Designing
the Value
è

10. Delivering
the Value
è

11. Delivering
the Value
è
Delivering and access issues.

12. Communicating
the Value
è

13. The Value
Chain

14. The Value
Chain
9strategically relevant activities

15. #1-primary activities
Inbound
Logistics

16. #2-primary activities
Operations

17. #3-primary activities
Outbound
Logistics

18. #4-primary activities
Marketing

19. #5-primary activities
Service

20. #1-support activities
Procurement

21. #2-support activities
Technology
Development

22. #3-support activities
Human Resource
Management

23. #4-support activities
Firm
Infrastructure

24. Core
Competencies

25. Core
Competencies
A core competency 3characteristics

26. #1A source of
competitive
advantage

27. #2Widespread
applications

28. #3Difficult to
imitate

29. Holistic marketing
maximizes value
exploration

30. Companies no longer
compete
-marketing networks do

31. Thank You

32. Created by Prasid Mitra,
Jadavpur University
During an internship by
Sameer Mathur, IIM Lucknow.
www.iiminternship.com